Turtle Wax, a global name in the car care industry, entered the Indian market this year. With its aggressive plans and the ongoing demand for car care products, the company aims at becoming one of the largest care car product suppliers in Doing It Yourself (DIY) segment, besides, establishing a strong presence in Do-It-For-Me (DIFM) space.

According to Sajan Murali Puravangara, Country Manager and Director, Turtle Wax India, the car care industry is an integral part of the automotive industry, and changing buying preference from the mileage, and low maintenance to aesthetics, safety, comfort and features are fuelling demand for car care products.

“India has been witnessing good growth in car sales in last decade, whereas in the last five years, we see traction in the car care industry on account of changing trends or reasons to buy a car. In recent years, the way people look at the car has changed. They buy cars for the looks and features, and that also led to an interest to keep their cars new, tidy and clean; this is bringing demand for car care products. The interest is also coming from the mass car segment. In the last two years, we are getting the indication that the car care industry will be the next sunshine industry in the future,” explained Puravangara.

Turtle Wax, a family-owned company, has been in the car care business for nearly 75 years and operates in over 120 countries. Before establishing its third subsidiary in India, the company has been operating with two subsidiaries- the US and Europe.

India has a population over 1.3 billion and only 22 people out of a thousand own car, while in the US and UK, 980 and 850 per 1,000 individuals have a car, respectively. The massive headroom for the car segment in the next one-and-a-half-decade will trigger further growth for the car care segment in the long term, opines Puravangara.

According to a research report, the current car care industry in India is slightly less than one billion USD and expected to reach $1.44 billion in 2027. Explaining the growth factors, the report says, people usually keep their cars for more than seven years in India, and hence car care products are being increasingly used to restore the paint and for detailing and interiors. Along with this, many car care product manufacturers from Europe and North American markets have their presence in India through e-commerce websites and strong dealership networks. The same report adds that by 2027, the interior car care product segment will be around of $0.73 billion, while the exterior car product market will grow to USD 0.7 billion.

Consumer behaviour, cheap labour, and lack of necessary know-how make the Indian car care industry more challenging for the companies to operate in the DIY space.

In western countries, cars are a part of the family, and family members take basic care. In the US and other developed countries, the DIY segment is about 80 percent of the total car care industry; however, in India, it is of around 30 percent. “In countries like India, due to the hectic work schedule and cheap labour, DIFM dominates in the car care segment. There is always a third person to take basic care of cars in India. Coupled with this, the know-how is fairly lower in India when it comes to basic things such what wax can do to your car and what are the ways to protect cars’ interior and exterior,” Puravangara said.

However, the pandemic in the last eight months has proven useful for the car care segment. “We have seen momentum in the DIY business in the last six months. Since people have been at home, they have a lot of time at their disposal. They find time to take care of their cars. We are also seeing people are increasingly enquiring on different social media platforms on how to take care of their cars and sharing other issues,” he said.

As a part of the strategy to penetrate its products, the company will heavily focus on educating consumers on primary car care and the company’s products. “Being a global leader in the car care industry, it is our top priority to educate people on car care, know-how and our product usages and benefits.”

In the next three to four months, the company will start campaigns on social media channels. The campaign will invite consumers with their queries or to share their experience and issues.

“The company will also bring out videos on how to use our products and use the social influencers on YouTube and Instagram,” Puravangara said.

Though India is seeing a growing number of women behind in the wheel, the car care industry is yet to consider women as their potential customers. However, Turtle Wax understands the role of women in the overall automotive industry and expects the growing number of women car owners evidently will reflect in the car care industry.

To widen its customer base, the company will also promote the car wash as a family celebration where family members will take participate in washing, cleaning and taking care of the car. “Washing and cleaning cars is a family affair in many countries, and therefore the company will be promoting the same in India as well,” added he.

However, external factors that also possess further challenges for car care products. Considering vast territories, different weather, pollutions and scarcity and quality of water put car care product performance under severe pressure. Keeping the external challenges in mind, the company plans to bring in products that are suitable to the Indian markets.

“A larger challenge is not only the availability of water but the hard water which leaves marks on the car. Coupled with this, extreme temperature and dust and pollution affect the car. We are bringing in the products that will take care of cars in the Indian environment. We have asked the company to make products suitable for the Indian market,” said the executive.

Currently, the company offers the products required to clean, shine and protect the car inside out. The product portfolio includes shampoo to clean, wax to shine and various interior cleaners in the form of foam and liquid to clean the interiors of the car. It also offers various speciality products like trim restorer, chrome polish, headlight lens restorer, Odor-X Odor removing solutions, etc. to address specific car care requirements. Turtle Wax also has a ceramic coating that has 10H hardness which gives the high gloss, ultra-hydrophobicity, extreme chemical resistance, UV protection and easy cleaning properties. The company plans to bring in graphene-based ceramic coating solutions, which is the new technology in the car care industry.

The company is planning to bring 75th-anniversary Ceramic Paste Wax in Q1 2021, and will also introduce windshield washer fluid shortly in India. Other products from the company for the India market include all-metal polish that polishes all metal surfaces of the car’s exterior; Glass cleaner to keep the glass streak-free during the ride; ClearVue Rain Repellent that helps get better visibility during the monsoon rains; Trim Restorer since the Trims fades here in India more than the rest of the world and Windscreen washer fluid to remove the dirt and grime from the windshield glass.

The company will also introduce waterless washing products that cater to areas where water is scarce. The company’s waterless wash and wax has advanced polymer technology that lifts dirt to prevent starching, while the enriched wax gives a shiny and protective finish. Its rain repellent formula prevents watermarks and extends time in between cleaning.

The company will also bring in its Turtle Wax Hybrid Solutions ICE Seal N Shine, premium car paint sealant. The ICE Seal N Shine gives the car a layer of super-hydrophobic silicone for up to six months of protection against streaks, scratches and swirls.

To set up its network, the company will go through a distribution route and for which it has selected 23 cities, which have larger car density. Turtle Wax India is appointing own distributors in these cities who will take care of retailers and workshops. It has also identified another 48 towns in which it will supply products to dealers who will provide the products in the respective markets.

“We will have our main presence in all metro cities including Chennai, Hyderabad, Bangalore, Delhi-NCR, Kolkata, Pune, Mumbai, and additional upcoming cities like Ahmedabad, Coimbatore, Cochin, Surat etc,” he added.

The company plans to have about 10,000 outlets by the end of next June. Turtle Wax India has also set up the car care studios in Pune, Bangalore and New Delhi. The studio will be not based on a franchise concept; instead, it will be a co-branded activity. “We provide our products and branding support, but the studios also keep their brand identity,” he said. The company also has plants to have such studios in its 23 cities.

Puravangara declined to share the current revenue and future commercial targets but said sales numbers are increasing with each passing month. Currently, the company is importing its products from global subsidiaries, but he said the company will have a look into setting up local production capabilities. “The way it is going, we will have to do something locally as well. I don’t think we will be able to manage (the demand) with our global support when the demand goes up,” he said.

The company is looking for an option of re-packaging under which it will get bulk products and repack for the domestic market. “We will also see if some India oriented products will be manufactured here, completely. Those options are quite open,” he added.

Many Indians are using hair shampoo sachets to wash cars. When asked whether the company is looking to introduce car wash shampoo in sachets, he said it will not look into sachet option but will be looking to have a bottle of 100 to 200 ml. “We are still looking at those options of small bottles, but per wash, cost increases with smaller bottles,” he added.

Talking on the challenges, he said, it is on finalising the complete product portfolio that suits to the rapidly changing requirements of the Indian market. “We need to keep reinventing on products to be a leader in the market,” he concluded. (MT)

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Sue Bai, Chief Engineer at American Honda Motor Co., Inc., has been elected to the SAE International Board of Directors.

She serves as the Director at Large for the 2026-2027 term, Bai is the second representative from Honda to join the governing body. Her appointment follows a career focused on the research and deployment of mobility technologies.

Bai manages the Sustainability & Business Development unit at American Honda. Her previous experience includes leading data business for the Digital Service Development Division, where she analysed transportation data to assist road infrastructure and traffic environments. Since joining Honda R&D Americas in 2004, she has held leadership positions at the Honda Research Institute USA and the Automobile Technology Division.

Within SAE International, Bai has chaired technical committees for Vehicle-to-Everything (V2X) standards. These protocols aim to coordinate safety for vehicles, pedestrians and cyclists. She has also acted as the technical lead for industry-government projects, including the Ohio Smart Mobility Corridor, a test bed for connected safety systems.

SAE International is a global network that develops consensus standards and provides career development for engineers. Bai has been a member for nearly 20 years and has received honours including the SAE Top Contributor of the Year in 2021 and 2022, as well as the James M. Crawford Executive Standards Committee Outstanding Achievement Award.

Bai holds a Ph.D. in Industrial Engineering and a Master of Science in Electrical and Electronics Engineering from the University of Michigan. Her work has spanned Intelligent Transportation Systems (ITS) and automated vehicle research.

Sue Bai, said, “I’m honoured to be elected to the SAE International Board of Directors. SAE plays a vital role in bringing engineers together to solve complex mobility challenges, and I look forward to further contributing to work that advances knowledge and solutions for the benefit of society.”

The SAE Board of Directors oversees the organisation’s mission to connect members through standards and learning opportunities. Bai’s term will focus on the application of engineering knowledge to address mobility issues.

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GreenCell Mobility (GCM), the electric bus platform backed by Eversource Capital, has completed a USD 89 million mezzanine funding round. The investment was provided by the International Finance Corporation (IFC), British International Investment (BII) and Tata Capital. The capital is designated to support the expansion of GCM’s electric vehicle operations across India.

The company currently operates a fleet of more than 1,200 electric buses and 270 charging stations. This funding will facilitate the growth of the fleet to 3,700 units. The expansion includes buses secured through the National E-Bus Programme and the PM Seva E-Mobility initiative. These vehicles will serve routes in Delhi, Madhya Pradesh, Andhra Pradesh, Bihar and Puducherry.

The mezzanine financing structure is intended to catalyse private and institutional capital for the transport sector. By increasing the number of electric buses on intra-city and intercity corridors, GCM aims to address air quality and carbon emission targets. The project also focuses on establishing payment-security models and financing structures that can be replicated in urban transport markets.

GCM functions as an OEM-agnostic platform, allowing it to integrate various bus models into its network. The investment will also fund the development of charging infrastructure required to support the larger fleet, specifically targeting connectivity in tier-2 and tier-3 cities.

Dhanpal Jhaveri, Vice-Chairman of Everstone Group and CEO of Eversource Capital, said, "Through this funding round for GreenCell Mobility, we are deepening our partnership with IFC, BII and Tata Capital (leaders in sustainable investments). The transaction exemplifies the catalytic role that private, development and institutional capital can play in accelerating India’s clean transport revolution. GCM’s expanded operations will drive transformation efficient transportation to cities and commuters while delivering returns."

Devndra Chawla, Managing Director & CEO, GreenCell Mobility, said, "This fundraise marks a significant milestone in GreenCell Mobility’s journey to build electric mobility as a mainstream, scalable public transport solution for India. The participation of IFC, BII and Tata Capital reflects strong conviction in our platform, our operating model, and our ability to execute at scale. As we expand our fleet and charging infrastructure across states under programmes such as PM Seva E-Mobility, our focus remains on delivering reliable, cost-efficient and zero-emission transport for cities and intercity corridors."

Katherine Koh, Regional Industry Manager, IFC, added, “Electrifying buses is central to India’s urban transformation agenda, and our mezzanine investment in GreenCell will accelerate the rollout of sustainable public transport for thousands of people across India’s tier-2 and tier-3 cities. It will create jobs while catalyzing private capital through innovative financing and payment-security models.”

Shilpa Kumar, Managing Director and Head of India, BII, said, “Climate action is a key priority for BII in India, with electric mobility as a key pillar of our climate investment strategy. Electric buses are a critical lever for decarbonising public transport at scale. Our investment in GreenCell Mobility reflects our commitment to supporting proven platforms that accelerate clean mobility.”

Manish Chourasia, Chief Operating Officer, Tata Capital, noted, "Tata Capital is pleased to participate in this strategic investment that accelerates India’s transition to cleaner, more efficient transport. GCM’s innovative approach aligns with our vision for sustainable urban development and inclusive growth.”

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ZEISS Industrial Quality Solutions recently hosted its landmark ZEISS Quality Innovation Worldwide forums in New Delhi and Pune. These events, integral to a global series originating from the flagship summit in Berlin, positioned India as a central architect in the evolving narrative of worldwide metrology. Focused squarely on ‘The Future of Metrology’, the gatherings engaged key manufacturing sectors – from automotive and electric mobility to medical technology and electronics – on overcoming modern precision and quality challenges.

A core insight emphasised metrology's transformative shift from merely assessing outcomes to proactively predicting performance. This evolution empowers manufacturers to accelerate innovation while adhering to rigorous quality standards. The forums established a pioneering national platform, merging strategic dialogue with exhibits of advanced technology. Attendees engaged with cutting-edge innovations across optical, tactile and X-ray measurement, explored connected digital ecosystems like ZEISS PiWeb and witnessed AI-driven and automated inspection solutions aligned with smart industry principles. Practical, hands-on demonstrations bridged these technologies with real-world production scenarios.

Notably, the India editions amplified the voice of local industry, with leading manufacturers detailing their own journeys in quality transformation. They shared experiences in building resilient quality cultures, pioneering process innovation and implementing best practices in complex environments. This highlighted a collaborative model for progress, where the future of Indian metrology is being jointly shaped by global technology leaders and domestic industrial innovation.

By selecting two of India’s premier industrial hubs, ZEISS reinforced its deep commitment to the nation's manufacturing ascent. The initiative frames India not merely as a growth market but as a vital contributor to global manufacturing excellence. Ultimately, the events united industry leaders and quality champions to collectively define how predictive intelligence and precision will forge the next decade of manufacturing.

Aveen Padmaprabha, Head of Industrial Quality Solutions, ZEISS India, said, “As manufacturing continues to transform, the expectations from metrology are expanding rapidly – from speed and accuracy to data-driven decision-making. ZEISS Quality Innovation Worldwide in India, which witnessed a humbling participation of 350+ individuals from the manufacturing fraternity, demonstrated how advanced metrology solutions can empower the industry to achieve higher productivity and quality consistency. Our focus remains on enabling our customers with future-ready technologies and deep application expertise.”

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BASF Coatings has released its latest Color Report for Automotive OEM Coatings, revealing a shift in global vehicle colour preferences for 2025. The data indicates that green has become the fastest-growing chromatic colour, while gray has increased its share within the achromatic category.

The report finds that while white remains the dominant choice in India, there is a growing shift towards individual expression. Globally, the report identifies green as the fastest-growing chromatic colour and gray as a primary riser in the achromatic category.

According to the report, Indian consumers continue to favour white for its traditional appeal and resale value, yet nature-inspired aesthetics are gaining traction. Green now ranks among the top three chromatic colours globally, trailing only blue and red. While blue dropped by one percentage point and red declined to 3 percent of the total market, green continued a steady rise. Gray recorded an increase of two percentage points worldwide, whereas white saw a slight decline in other markets despite its stronghold in India. Solid finishes have also decreased globally, now representing 18 percent of the total market.

Florina Trost, Head of Design EMEA, BASF Coatings, said, “The green trend was already making waves in EMEA a few years ago. Different shades have been featured in our Automotive Color Trends collection, hinting at the huge variety of shades we see fitting to this movement today.”

The Americas showed an increase in chromatic paints by nearly two percentage points. While red and blue remain historically significant in this region, colours such as green, beige, brown and violet are gaining momentum.

Mark Gutjahr, Global Head of Automotive Color Design, BASF Coatings, said, “In 2021, brown and beige have been key colours of our trend collection. The sales now validate these early predictions and illustrate, how long-term trends continue to shape the market.”

In the Asia Pacific region, gray is trending upwards as white declines. Green is expanding its presence with a range extending from light tones to natural shades.

Chiharu Matsuhara, Head of Automotive Color Design for Asia Pacific, BAF Coatings, said, “In our past trend forecast, we have introduced a solid-like gray with subtle colour interference and highlighted an urban nuance green for adaptability. Today, gray strengthens while green expands across the region.”

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